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Unformatted text preview: 2. Marketing mix: definition and four Ps 3. What is strategic planning? 4. Elements of the marketing plan: (business) mission statement, situational analysis, marketing objective, and so on 5. Situational analysis: S.W.O.T 6. Environmental scanning 7. defining the business mission: marketing myopia 8. Setting marketing plan objectives: what is a rule for it? S.M.A.R. T (Specific, measurable, attainable (achievable), realistic, time-specific) 9. Competitive advantages: cost, product/service differentiation, niche 10. BCG Portfolio Matrix classification and the relevant strategies 11. Marketing audit Chapter 3: Ethics, Social Responsibility 1. What is ethics? Morals? 2. The advantages of creating ethics guidelines (p.33) 3. The pyramid (four components) of corporate social responsibility: What is the foundation for the other three? 4. What does corporate social responsibility mean? 5. Sustainability 6. What is green marketing?...
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- Spring '08